Born in New York City, Alex viewed it as the greatest city in the world and it would define her energy, aesthetic and lifestyle. She schooled at "Little Red" (LREI) and NYC's prestigioius "Fame" school (LaGuardia) focusing on visual arts.

Alex attended Cornell University's undergraduate art program, but later transfers to the "Hotel School" to indulge her other passions - food and travel. Favorite pastimes were attending culinary courses and listening to famous chefs and hoteliers.

Alex Woo wins the grand prize of the Women's Jewelry Association National Design Competition. The win inspires her to launch her eponymous brand. Soon thereafter she lands her first editorial features in InStyle and Marie Claire.

After eight years of courtship, Alex Woo marries her best friend. The wedding inspires her to extend her designs for bridal collections. Her collection is later featured in Daily Candy and crashes the website due to millions of visitor traffic.

Woo also gains an A-list celebrity following when early style adopters Kelly Ripa and Eva Longoriaare seen wearing their lucky Little Numbers everywhere.

Alex Woo launches her collections at the iconic Henri Bendel - one of Manhattan's chicest shopping environments, where girls used to go to find the new and the next in accessories, cosmetics, gifts and fashion.

Selected as one of Crain's Business's "40 Under 40" rising stars and successful people in New York and in the same year also selected as one of the jewelry industry's rising stars from JCK.

Designs multiple pieces on all six seasons of the hit CW show, Gossip Girl, including leading character, Blair Waldorf's, signature diamond "bw" necklace. Woo also established a strong celebrity mom following designing necklaces for Jennifer Lopez, Jessica Alba, Halle Berry and more.

Alex Woo becomes a proud mom. Motherhood inspires her to collaborate with other innovative brands & charities that share her same company values and beliefs. She begins a partnership with the Haagen-Dazs® loves Honey Bees program and later designs a Platinum Little Icons™ Beehive with costume designer Lyn Paolo.

Launches her first charitable collaboration with Disneynature films where 20% of the proceeds are donated to organizations like AWF, Jane Goodall Institute, WWF, and National Park Foundation. She also partners with actress Christina Applegate to design the "Tree of Life" pendant to benefit her foundation, Right Action for Women.

Worked with internationally renowned branding agency, Lippincott, to redesign the Alex Woo logo by combining Alex's signature with made in New York. Alex joins the board of the Accessories Council and designs the signature Carrie Bradshaw "c" necklace for a young Carrie on "The Carrie Diaries". The gold necklace is known as the precursor to the iconic nameplate necklace worn on Sex and the City.

Partners with Major League Baseball to launch an officially licensed fine jewelry collection inspired by all 30 MLB teams. The collection became favorites to celebrities including Kate Upton, Emily Ratajkowski, and Jamie Chung.

Selected to be just 1 of 10 companies nationwide to join the Workshop at Macy's program and was also selected as one of the first jewelry designers to be part of Lord and Taylor's birdcage pop-up concept shop.

Collaborates with Disney•Pixar on the Finding Dory collection and debuts a limited edition pendant inspired by Moana. Alex then went onto design collections for COCO, Incredibles II and Toy Story.

Designs a charm with Fifth Harmony's, Ally Brooke, for the March of Dimes foundation and also designs her new PINK pendant with the BCRF.

Ariana Grande wears Woo's gold Princess Kiss in her "Into You" music video and her gold Rock Star Bolt becomes a favorite to actress, Zendaya. Woo also launches a new collaboration with Swarovski's gemstone division with pink and blue sapphires.

Launches her new Autograph Letters with luxury beauty brand, Smith & Cult. She also designs a pendant with actress, Alyssa Milano, in celebration of the OCRFA"s 20th anniversary. 

Designs an exclusive collaboration with Giada DeLaurentiis for her website, Giadzy.com. Her Little Icons™ are also featured on the hit CW Show, Riverdale, with multiple characters wearing Woo's jewelry. 

Partners with luxury candy company, Sugarfina, and turns their best selling sweets into wearable art.

Collaborates with the iconic Keith Haring Foundation to launch her first unisex and gender neutral collaboration - Alex Woo x Keith Haring for Pride. The collection features 3 of Keith's signature symbols spreading the message of peace, love, equality and compassion for all through art and jewelry. 

Award-winning designer Alex Woo creates the Wellness collection. Inspired by the power of spiritual connection and healing, the designs symbolize peaceful ways of relating to others and our environment. A true jewelry icon, her death was a devastating loss to the industry, however, her pieces continues to inspire millions and leave a profound legacy in celebration of life.